By Vicky Sidler | Published 24 June 2025 at 15:00 GMT

Meta has been busy again—starting 1 July 2025, WhatsApp Business API pricing is getting a major (and costly) overhaul.

Back in May, I flagged that WhatsApp would ditch its 24-hour conversation fee for pay-per-message. Well, that moment is now almost upon us.

Meta has released the fine print—six updates that will reshape how you budget for every ping after 1 July 2025.

And it's like ordering a coffee and realising they now charge for the cup, the milk, the stirrer, and every sugar packet—unless you only use the free refills.

If that sounds like a pricing headache wrapped in Artificial Intelligence, don’t worry. I’ll walk you through what’s changing and how to stay profitable.

TL;DR

This isn’t just a pricing update—it’s a mindset shift.
Smart small businesses will:

• Trim and tighten their message templates

• Encourage user-initiated chats to unlock free replies

• Track volume to benefit from new tiered pricing

• Double-check message categories to avoid surprise charges
  Bottom line: You can still win with WhatsApp—but only if you treat it like a high-performance ad channel, not a group chat with mum.

What’s Actually Changing?

Here’s the short version of what kicks in from 1 July 2025:

1️⃣ Pay-per-template pricing replaces conversation fees.
Every template message now costs money—no more “one flat fee for 24 hours of chat.” If you blast three templates in one convo, you pay three times.

2️⃣ Utility replies to customer-initiated messages are now free.
If the customer starts the conversation, and you reply with a utility template (e.g. order confirmation), you’re off the hook cost-wise.

3️⃣ Tiered pricing rewards volume.
More utility or authentication messages = lower per-message cost. But tiers reset monthly, so don’t slack off after you hit the discount.

4️⃣ Some messages are being reclassified.
“Rate us” or “Your report is ready” may now count as marketing, not utility. That means higher fees. Double-check your templates now.

5️⃣ New marketing message limits apply.
You can send more marketing messages—but now they’re tracked per user. Once a user hits their cap, you’re locked out (unless they reply and reopen a 24-hour window).

How to Stay Profitable Without Ghosting Your Customers:

As a StoryBrand Certified Guide and Duct Tape Marketing Strategist, I help small businesses simplify messaging systems like this all the time. Here’s your action plan:

1. Audit Your Templates Today.
Meta will reclassify messages on 1 July—do it before they do. Look at every template.
✔️ Is it critical?
✔️ Is it user-requested?
✔️ Is it promotional in disguise?
Delete fluff. Merge multi-part sequences into one concise message.

2. Rewire Your Customer Journey.
Push people to message you first—because replies are free.
Add “Chat with us on WhatsApp” buttons to your checkout, order emails, and social posts.

3. Use Volume Tiers to Your Advantage.
If you’re sending more than a few hundred utility/authentication messages a month, track your volume closely. Tools like SleekFlow can help you spot when you’re about to level up—and unlock discounts.

4. Watch Out for Marketing Message Limits.
Don't spam. Send messages that trigger replies. A reply opens a 24-hour service window where additional messages don’t count toward limits.

This Isn’t “Set and Forget” Anymore:

WhatsApp used to be budget-friendly by default. Now it rewards the businesses who are organised, strategic, and sharp in their messaging.

Think of it like paid ads—if your message doesn’t pull its weight, it shouldn’t be there.

If you’re still guessing what to say or how to say it, don’t throw money at the problem. Fix your core message first.

Get Clear Before You Send Another Message:

Confused messaging now has a direct cost. Before you send another paid template, make sure it’s actually saying something useful.

Grab my free 5-Minute Marketing Fix and sharpen your one-liner—it’s the fastest way to cut waste, build trust, and turn WhatsApp from a cost centre into a conversion machine.

👉 Grab your 5-Minute Marketing Fix here

Because every paid message should pull its weight—starting 1 July, clarity literally costs less.